Edelman's Technorati deal and the blogosphere...
[This stomach bug has taken the wind out of my sails for a few days, my apologies about the backed up emails I hope to get to them in the next few days...]
Edelman's deal with Technorati is interesting. For an undisclosed sum of cash Edelman, the world's largest private PR firm is financing Technorati's expansion into the rest-of-the-world blogosphere. It's a savvy move, not one without risks, but Richard Edelman has been out in the forefront in trying to understand the blogosphere and the need for tools to measure influence and reach within the entire (global) mediasphere (of which the blogosphere is a subset).
There are lots of comments on the deal out in the ether, but none seem to get it. We won't know unless we know the terms of the deal, either way its a bold move.
So far, Edelman has hired the top PR industry bloggers and it is moving ahead on a course that I do not see other PR firms following. And I think it is because they don't understand the nature of the game.
Edelman's moves are very interesting because they are potentially game changing, they are risky, and bold. Let's see if the other the-game-is-still-the-same PR firms figure things out. Can they be fast followers? I don't think so . . . but I'd love to be proved wrong.
Technorati has had problems scaling its infrastructure but that's probably because it has done a masterful job on branding. It really understands the psychology of the blogosphere and it has managed to keep that balance of being a good community citizen along with its right to monetize what it is doing.
Technorati has managed to almost privatize the trackback--a key element of the blogosphere. Trackbacks seem to have stopped working but if I look at my Technorati links there are many links that don't register as trackbacks. I've no idea why that is the case but Technorati offers a solution.